Self-presentation as the Part of Personal Marketing Strategy-Analysis of Political Speeches Between 2012-2014

The bachelor's thesis is focused on the role of the self-presentation of the individual in a communication situation. In the theoretical part are described basic principles of a marketing strategy and forces, which motivate person to certain way of behaviour. As a product the individual shows his or her personal qualities and skills to surroundings, as a marketing manager he or she directs the presentation and the change of these, regarding a development of communication situation. His aim in this competitive environment is to gain the desired place (status) and the trust of others. In the process he uses various persuasive techniques which are formed into a short-term tactics and through them is he fulfilling partial steps, which makes the whole marketing strategy focused on a success and on an achievement of the long-term aim. In the process the individual analyses the market, opponents and his- or her-own strength and weakness. Later, person applies gained knowledge in tactics which he implements into the communication process that is crucial for the reception of a send message and its interpretation. Persuasive or manipulative skills of a speaker (the sender of the message) have here the important role. For a creation of the trustworthy impression are used tools of verbal (argumentation) and..